<![CDATA[This study aims to analyze the influence of product quality and service quality on customers' purchasing decisions at A-Steak UMKM in East Jakarta. The decline in purchasing decisions, indicated by a decrease in monthly revenue and an increase in customer complaints submitted directly and through Google Reviews, served as the primary background of this study. This research employed a quantitative method with a causal associative approach. Data were collected through questionnaires distributed directly to customers of A-Steak in East Jakarta, who were selected using a purposive sampling technique, and were analyzed using multiple linear regression analysis. The partial results revealed that product quality had a positive and significant influence on purchasing decisions. Service quality was also found to have a positive and significant influence on purchasing decisions. Simultaneously, product quality and service quality had a significant influence on customers' purchasing decisions. It can be concluded that product quality and service quality are important factors influencing customers' purchasing decisions at A-Steak UMKM in East Jakarta. Therefore, A-Steak UMKM is recommended to maintain consistent product quality and continuously improve service quality to enhance customers' purchasing decisions. Future researchers are encouraged to include additional variables, such as price, promotion, or brand image, in order to obtain more comprehensive research findings.]]>
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